https://www.tessabarrera.com/redbull2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/56cf2c4422482e3c14ce70f9/1457368284135-VPIGT9G99UIGNV5ZOOQR/29.27.11_p04_PS6.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442646936-QXWBXNYJ3G8XF1WJB6N5/tumblr_nkdp3e7RI61uoj4yho1_540.jpg Red Bull Global Head of Social media https://www.tessabarrera.com/mancity2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356633683-P9PM4419ONHE3SMIVUM4/Amazonwebsite+v2.jpg All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg All or Nothing: Manchester City - All or Nothing Manchester City | Amazon Prime Original Trailer https://images.squarespace-cdn.com/content/v1/56cf2c4422482e3c14ce70f9/1457371187271-5UC3QZF6CRXETLLHVA1K/29.27.11_p06_PS6.jpg All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424105448-00WEI9MU2W46M0E0Q67N/image-asset.jpeg All or Nothing: Manchester City - Pep Guardiola Half-Time team talk | All Or Nothing | Now on Amazon Prime https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424325720-VL2HLSSO0WUGQJ5T9O54/Screen+Shot+2019-07-02+at+19.29.29.png All or Nothing: Manchester City https://www.tessabarrera.com/work daily 0.75 2016-03-04 https://www.tessabarrera.com/stratos2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356476578-L1RC4X6VQSIT0J83F3S3/6162h.jpg Red Bull Stratos https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Red Bull Stratos https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354528507-YSNY8EP50N3J2M64KIYW/image-asset.jpeg Red Bull Stratos - Red Bull Stratos Social Highlights https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354650477-13EAXRUJHKXG383PIKTV/image-asset.jpeg Red Bull Stratos - Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights https://www.tessabarrera.com/work-avenue daily 1.0 2026-07-26 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425947389-2A4PLV0NCNR8TV0DVALL/tumblr_nkdr5upj1U1uoj4yho1_540+%281%29.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562426702477-WVD90NCLP7WHKPS2JAOP/Screen+Shot+2019-07-06+at+16.24.22.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562437792658-IEPZN9FKGN7MCP1CTOLC/tumblr_nkdocmSi0d1uoj4yho1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438103265-HALMEC3Y0IDOSLMRZM3O/tumblr_nkdpsmGkBZ1uoj4yho1_540.jpeg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438254360-MWRHR19STH8S7VEIOAXB/tumblr_nkdsv5B0TC1uoj4yho1_r1_540.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438409366-SA3QH47CPU4XP669VSGI/tumblr_inline_pe9oy3HDNT1qzup2f_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588893641-JLI52LKF23MEQBZ0SR67/tumblr_nkdt22gG6i1uoj4yho1_540.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562439094358-9ZS4GYJMIVH0UQGDUKAK/tumblr_nkdq3j2yCX1uoj4yho1_r3_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562439259540-BM4JWISZWC8FJB4VAZQ2/tumblr_nkdo0x0olR1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562440145377-M8UN3AS8ALE82NGXM15I/tumblr_nkdmzyINcU1uoj4yho1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562441685919-8HYV4LUDOBP6F2MUGMUL/images.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442003600-BT51QZQSXOTTSJNR37HL/tumblr_nkdlnhdTmn1uoj4yho1_r1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562511183477-XWAWDZO6H0I0WGX282PL/The-Grand-Tour-season-three.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562584966678-ESEKYNQ7QNNPLE7L4X7M/lou_mkt_17.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562587212897-QNQDSKZG4IPH2EL6KI1V/amazonprimevideons-1.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588544582-QZWV1XH9K0L0XA9F2J8N/pizza-hut-eye-tracking.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562589322876-J9DLZA5GQ2GJUB8AW9F1/diet_coke.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1725182173480-1ZPF38NKIZY6832X2I7S/ezgif-1-afd638529c.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ad1f66d-33dd-4148-b1a3-77c8c583e569/ezgif-2-48fdef4071.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/3cd4f4dd-d534-45f6-9b5a-5fe52073b8f2/Screenshot+2025-12-26+at+19.09.21.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562505832788-XKX8D7UV166RW3XAKCUL/The-Grand-Tour-season-three.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510474511-B3ZN0YHS9LZ7Q4E6C3FX/https+_blogs-images.forbes.com_ianmorris_files_2016_05_TheGrandTour_UK.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510628546-AO4DM2D4LTXJFKLIKI44/Screen+Shot+2019-07-07+at+15.43.24.png Work Example article from Digital Spy about #GrandTouraFilm which was spawned from Reddit fan art. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510983361-9ZDKBK641FKMCT8LGR6A/amazonshit-796x448v2.jpg Work To launch season 3, we wanted to drive conversation about the show. What better way then a hashtag celebrating Amazon’s Hit Car Show. As many media articles pointed out, the hashtag could have many meanings leaving both fans and non-fans globally talking about the show. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510847955-ZBO8W3R88UV7IOX8JW81/C3GGzguXcAEF3vB.jpg Work - #GiveMeHeads Leaning into the cheeky nature of the presenters, three giant heads were trasnported across the world. At the end of the journey, fans were given the opportunity to win the heads by sharing where they would put their giant head and using this very simple hashtag. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/6a86c1f8-38d4-4690-bd3e-5495cb6d8363/ezgif-4-b8f505e189.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/7ec22e51-6ca8-4550-8494-691d91370f5e/IMG_9831.png Work - Revamping the Influencer Strategy Drove a deeper look at the impact of air up’s global influencer strategy, which identified that given the volume of creators used, trust was being lost for the brand. In turn, I created a 2-fold strategy to help drive more impactful marketing 1) hero brand ambassadors and 2) transactional traditional influencer partnerships. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/9e7cfefb-b85d-4412-b0f7-822bfcc0291f/maxresdefault.jpg Work - Deeper Relationships As part of the hero strategy, we worked to build deeper relationships with our creators, supporting them on their adventures and ideas. This further amplified with custom product, bundles and landing pages to show our deep partnership. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/12563abe-dbf6-498e-a2da-f871a77fba8c/unnamed+%281%29.png Work - Built Community first Insights Although challenging in a fast paced environment, to help challenge the authenticity issue, we had to first build creative partnerships. This means understanding the communities and what they react positively to, what they love about the creator, and how they engage with other partnerships. This focus on reading community comments, created engaging content for creator audiences. This shift helped to drive meaningful country revenue uplifts, even without direct calls to action. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/5caa99ee-4c29-4046-b7bc-715a20156aa2/Screenshot+2024-09-01+at+13.51.42.png Work - Build Partnerships that make sense Ensure bigger partnerships are designed to match air up’s product functions and ethos, but reaching newer audiences that owned media will not reach. Content production lives on their channels to drive brand awareness, where bespoke content designed for air up’s owned channels is for engagement. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/c4f951f1-6ee8-408b-904d-aad60f123e43/Screenshot+2024-09-01+at+13.58.26.png Work - Be Tactical with Vouchers and cTAs Using mega creators just for reach, producing similar content, with discounts across the same channels leads to distrust, lower conversions, and higher costs. Be tactical in when to use transactional creators, how often, their size and the use of discount codes. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/b69f50bb-e3d5-4f0b-9f91-2552edd50322/ezgif-1-76a1cac665.jpg Work - Leading Initiatives Led EMEA social media strategy for creators and consumers, along with owned social channels. Supported the launch of YouTube Shorts by identifying trends to kickstart a trends engine and drive relevancy for the new product. Led multiple x-Google initiatives around key EMEA topics that supported executive and Google properties. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/aa6b20c2-4649-4e7c-b7f6-fa574bae2481/ezgif-1-afd638529c.jpg Work - YouTube Shorts With the launch of YouTube Shorts, the company was competing against the giant of TikTok. The key factor missing was the ability for trend content to be built on YouTube Shorts before TikTok. To help support this effort, I worked to help build a trends engine that identified trends on platform early, seed them to creators, and find ways to amplify across other social channels. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/4b059492-209d-40b1-827e-b98842ee0e37/1668446629682.jpeg Work - YouTube Creators Creators are the heart of YouTube, they are also our biggest advocates and critics. To ensure we built positive relationships and perception for the platform, a strategy was designed to help humanise the brand via actually showing up for our creators where they were. By actually watching creator content, commenting, and elevating their content across YouTube channels, we saw a positive sentiment shift across for YouTube across the communities. These learnings were scaled out globally to all markets and also built in to our event strategy to ensure we connected and supported our creators at local, regional, and global events - building shareable moments, but also moments of connection. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/0aa289a1-93a9-49ca-9737-5334e51695b9/9kWCjYF2nHaluq88.jpg Work - Connecting Creators and Fans Building on the insight of creators and their connection to their communities, worked on initiatives such as YouTube Love Notes that elevated fan comments in support of their creators to let the creators see how appreciated they were. Other activations include cross-Google partnerships for International Women’s Day and holiday moments. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work - Red Bull Stratos Led the social strategy for the Red Bull Stratos, a scientific mission to 120,000 ft that saw one man jump from a stratospheric balloon and break the speed of sound in freefall. The core of this strategy was challenging existing company goals, to drive everyone to redbull.com to watch. Using the insight that people would go to their favourite video platform or local news station to learn more, the social strategy focused on having the live video embedded on every potential website. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Work - All or Nothing: Man City All or Nothing: Manchester City is an 8-part, behind the scenes documentary that followed the Manchester City Football Club across their 2018 championship winning season. This as the first All or Nothing international series for Amazon Prime Video and key moment to understand if the series could thrive outside of America. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424325720-VL2HLSSO0WUGQJ5T9O54/Screen+Shot+2019-07-02+at+19.29.29.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png Work - Social Strategy The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show and led #allornothing to trend for 2 days upon its release in the UK, US and ES. Diving into the conversation at release weekend, 39% of all conversation relating to Manchester City related back to the All or Nothing series. This grew in relation to Amazon, where 79% of all conversation in the UK about Amazon related back to All or Nothing. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/46769c40-52f9-4b00-9158-fa68a428d1c9/Dk6DELUW4AEel7B.jpg Work - Out of Home OOH efforts were also placed to drive maximum social conversation. By strategically targeting areas of Manchester that were pro-City with bespoke messages, and the wider Manchester area with large, unmissable key images and quotes, the billboards were made for attention. These billboards were shared on social channels across their run time and drove more organic social conversation to extend the reach of the show. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Work - Global head of social Media Joined the Red Bull team in 2011 to become the Global Social Media Manager. Created a social media strategy for all of Red Bull’s own editorial social channels,and increased interactions and impressions 8x in 6 months organically. On top of increasing all channel audiences (e.g. Red Bull Facebook page grown from 10 million to 35 million), the Red Bull brand was named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442646936-QXWBXNYJ3G8XF1WJB6N5/tumblr_nkdp3e7RI61uoj4yho1_540.jpg Work - globally recognised The strategy was built on the principle of “Why would they care? Why Would they Share?” Rather than selling the product or pushing CTAs consistently, the idea was to understand the audience and design content and engagement strategies for consumers both on and offline. This strategy showed an uptick in considered purchases by fans of the page from a 2011-2012 Nielsen Study, and has oft been cited as a best in class social media marketing example. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438439879-0STIVZG1SUBE2T12WB8G/tumblr_inline_pe9oy3HDNT1qzup2f_540.png Work - Designed Every Moment Every touchpoint was curated to build opportunities to share from live events, online content, owned social content, product and even athlete interactions (see Artograph) By designing every potential moment to have social built into it, we designed moments of luck to drive social conversation and the brand image of Red Bull Gives You Wings. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356476578-L1RC4X6VQSIT0J83F3S3/6162h.jpg Work - Challenged ego Customer behaviour was always put at the forefront, and this required deep understanding of what customers engaged in. From building out metrics to understand repeat engagements from social users to understanding how people engaged online, the heart of the Red Bull social strategy was built from the customer up. This meant challenging internal objectives, such as with Red Bull Stratos, which was given the goal to be bigger than the moon landing, while hosting the livestream on redbull.com. Knowing the customers, we knew they shared from other sites repeatedly vs redbull.com and in turn driving people to a destination is harder than being the one place they go to. So from a social POV, we were able to push for a social platform, YouTube, to host the video with embeddable feeds being distributed globally to news sites, other social platforms, and other websites. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ee904b2-3088-4052-b283-75fb5f26061e/download+%281%29.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/4bb3a71d-a36f-499a-b5df-7e5c28db918c/download+%281%29.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/033e9bd6-f934-45ba-a949-ac9dfed91bfc/Gemini_Generated_Image_rxwlaqrxwlaqrxwl.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/3d815761-ebc0-4c68-b017-53ce50799b89/images.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/cc325e2e-986b-4156-bc7c-c2413dc67db7/download+%282%29.jpeg Work https://www.tessabarrera.com/new-gallery-1 daily 0.75 2024-08-31 https://www.tessabarrera.com/new-products-1 daily 0.75 2024-08-31